Building B2B Demand for High-Ticket Commercial Vehicles
A multi-channel demand-generation system for trucks and commercial machinery, built around qualified opportunities rather than raw lead volume.
Evidence status: Scope and contribution are documented from the supplied portfolio material. No numerical performance result was provided, so this case uses qualitative business outcomes only.
Problem
Construction, logistics, agriculture and corporate buyers have long decision cycles and different equipment and financing needs. A low CPL could not show whether an enquiry had real commercial potential.
Solution
- Structured demand by equipment category, model and commercial purchase scenario.
- Coordinated Google Ads, Meta Ads, Yandex Direct, Kolesa.kz and specialist B2B platforms.
- Developed product offers, advertising creative, remarketing and audience segmentation.
- Connected CRM and funnel reporting from enquiry to qualified sales opportunity and supported sales with commercial materials.
Results
- Multi-channel B2B acquisition
- Qualification-led reporting
- Marketing support for the sales pipeline
Key insight
For high-ticket machinery, the useful acquisition metric is qualified commercial potential, not the cheapest submitted form.